Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our User Agreement and Privacy Policy.

Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our Privacy Policy and User Agreement for details.

Lecture 5 online advertising and social media revenue - final

1.
JN2702
CONTINUED: ADVERTISING

2.
Housekeeping
 Assignment 1 TurnItIn
form is now active on
Blackboard
 Some ‘study notes’ are
now available from
Google docs (via
Blackboard learning
materials)
 I’m considering leaving
March 27th session as
‘open’: what are your
thoughts

4.
Recap: Last week we thought about:

Web 2.0

The Advertising conundrum: “Half the money I
spend on advertising is wasted, the trouble is I don’t
know which half.” John Wannamaker

Considered the ‘dual’ nature of revenue streams:
consumers and advertisers

Advertising rational

Celebrity endorsements (and what form that
might take within the media

Culturally relevant ads

Global and local relevance: the challenges of
‘glocal’

5.
Last week’s questions
 Investigate how a news website can make
money from advertising (including ad rates, if
possible)
 Investigate how social media platforms are
turning advertising into revenue
 Investigate ways news sites are making
money without using advertising

9.
Time out
 Look through the magazines and newspapers :
 Choose what you feel to be a selection of good and bad
adverts/marketing (for both companies, and the publishers). During
this process you may want to:
 Judge how effective they are based on market segmentation (you need
to identify the market segments/demographics they’re targeting.)
Remember that we’ve done this before
 Describe some of the ‘psychographics’ you can identify as part of this
process
 Articulate why paper/magazines are relevant for each advertiser
 Are there any conflicts between the ads and the editorial content?

10.
… and now the Newspapers…
 Rate the newspapers and magazines as
‘products’… Positives, negatives,
experience, and
demographics/psychographics

19.
Beyond (print) adverting
Duedill and the Guardian
"We were surprised that the Guardian would
let us do it," explains DueDil's chief executive,
Damian Kimmelman.
"We got the £50,000 [of advertising space,
the prize in the competition] and we were
like: 'Oh crap, how are we going to spend this
money?' We debated, and decided on Friday
we were going to do something funny. We
don't really need the advertising anymore,
we get enough traffic as it is."
"I personally thought that doge was
hilarious.”
Damian Kimmelman, DueDil chief executive

29.
What now: Reader profile

What we should already
have


Basic demographic
information
Continue to create your
reader. You might want to
base your reader on a real
person (remember the
market research section we
covered a few weeks ago.
Consider the following:




‘Values’
Leisure activities
Daily routine (weekdays and
weekends)
What media they consume,
and when